CRM data quality in Creatio
Duplicates merged, missing fields filled from trusted sources, stale records flagged — continuously, not once a year.
Used in these recipes
Solution
The agent scans Creatio for duplicates, gaps and stale data, proposes fixes from trusted sources and keeps a score of data quality over time. Works with Creatio duplicate search and merging (deduplication) and the data sources you choose, such as ZoomInfo, Dun & Bradstreet, Cognism or Companies House.
The model
Judges likely duplicates and finds missing details in public sources.
Code
Applies matching and merge rules, never overwrites a field a person set without approval, keeps the change log.
A practitioner
Your CRM owner approves merges and rules.
On Creatio, we build it with: Duplicate search and merging, Customer 360, business processes — see Creatio's built-in AI agents
Reference architecture
The CRM stays clean without a cleanup project
CRM data quality · Creatio · reference architecture
- Systems · Creatio + yours CRM records contacts · accounts · deals
- → Spot the problems
- Model · judges Spot the problems duplicates · gaps · stale · format
- → Fix rules
- Systems · Creatio + yours Enrichment public and paid sources
- → Fix rules
- Code · decides Fix rules merge · fill · normalise
- → Clean CRM safe fix
- → Data owner reviews risky fix
- Practitioner · approves Data owner reviews merges · overwrites
- → Clean CRM approved
- Systems · Creatio + yours Clean CRM one client · full fields · fresh
- Creatio
- Creatio agent
- Marketplace
- DigiTeam
Key deliverables
- Data quality audit with a baseline score.
- Duplicate matching across Creatio and connected systems, merges for approval.
- Enrichment of missing fields from sources you approve.
- Stale-record flags (no activity, bounced email, left the company).
- Quality score tracked over time on a dashboard.
Start with one object.
One object (contacts or accounts), live in your Creatio, with a fixed scope. Matching rules, sources and who approves merges are settled before we build.